XDEMVY: Two Pitch Directions
Alright, so this work didn’t make it to the real world. It only lived a brief and shining moment in the land of the pitch. But it’s by far the most fun I’ve ever had working on a pitch, and the most time I’ve ever spent thinking about tiny organisms crawling on my eyelids (aka Demodex blepharitis). So, without further ado, here are two TV spot directions I concepted for our tragically non-winning pitch for XDEMVY.
Direction 1: WELCOME TO LASHLAND
For too long, Demodex blepharitis treatments have fallen short, leaving Demodex mites to lead an idyllic existence, undisturbed on people’s eyes. It’s an ideal community where they’ve thrived, expanding their families exponentially. We decided to show people how settled they really are, and how we can eradicate them with XDEMVY.
Intro video:
:30 storyboard
:60 storyboard (click through)
Direction 2: IN YOUR EYES
One of the things on the client’s wishlist was to create something with a catchy song that would be recognizable to Gen X. We landed on “In Your Eyes” by Peter Gabriel, the perfect 80s ode to all those gross little mites living in your eyes. We even went the extra mile and used AI to replicate Peter Gabriel singing our parody himself over a gloriously corny 80s music video montage.
